Search Engine Optimization (SEO) and Pay Per Click (PPC) are two incredibly useful techniques to bring traffic to your website and make it rank higher in Google’s search results.
And while their primary goal seems to be the same, they are quite different from each other. In this article, we will discuss the key differences between SEO vs PPC and when should you use each technique.
What is SEO?
SEO is the process of optimizing your website for search engines. Now, what does that mean? It means that using SEO makes your website appear in search engines like Google, Bing, Yahoo, etc. You can also use SEO to make your page appear at the top of the search results when people search for a specific keyword.
The key term that you should keep in mind when understanding SEO is ‘organic’. With SEO, everything is organic. That is, you have to work on the quality of your page, keywords, relevance, and content to rank higher in search results and ultimately drive traffic to your site. Nothing is paid here.
Advantages of SEO:
- SEO is cheaper than PPC in terms of money
SEO doesn’t require money but PPC does. When looking at SEO vs PPC, SEO is definitely cheaper in terms of money.
- Organic traffic has staying power
Since in SEO, most of the users who come to your site have come through organic ways and not through ads, there is a greater chance that they are genuinely interested in your product/service and will stay longer.
- Helps you build awareness about your brand
SEO is one of the best ways to build awareness about your brand. The main reason being, SEO requires you to position your website as credible and reliable in terms of the products or services offered. This positioning helps build awareness around your brand and bring in potential customers.
- Positions your website as credible and reliable
When you start appearing higher on search results, it naturally means that your website has been deemed credible by the search engine. And when people do visit your site and experience the quality of your website and content, they deem your website reliable and authoritative.
- There is no Cost Per Click
Another key point in SEO vs PPC is there is no Cost Per Click in SEO. In PPC, whenever someone clicks on your advertisement, you have to pay a certain amount to the search engines. However, being an organic method, SEO doesn’t have a Cost Per Click.
- Sustainable for long term
Since all the traffic that comes through SEO is organic and has come with their own interests, the traffic will stay longer. Also, all the optimization that you do in SEO takes time to show results but once it starts doing so, it is sustainable for the long term too.
Disadvantages of SEO:
- SEO is time-consuming
While SEO doesn’t require money as PPC does, it is a time-consuming process. There are a lot of steps involved in optimizing your site and then ensuring that it ranks higher in Google. Many people get overwhelmed with all the steps involved in the process that they fail to carry out the process properly.
- SEO requires unique and authoritative content
One of the main features of SEO is quality content. If the saying Content is KIng has become famous, it has been so mainly for SEO. So, if you want to rank higher in search results then you need to create content that highlights your expertise and makes people want to use your content for their needs. Content is the foundation in which all SEO is built.
- SEO takes time to show results
SEO is a time-consuming task and it also takes time to show results. Just because you created a website doesn’t mean that you will start getting traffic from the very next day. It will take time. Doing the SEO aspects takes time. And hence, it will also take time to show results.
When we are looking at time in terms of SEO vs PPC, then PPC certainly is a lot faster.
- SEO doesn’t guarantee results
While SEO is definitely helpful for your website, it doesn’t guarantee that it will work 100%. Hence, if you are aiming for first-page ranking, then you shouldn’t depend completely on SEO.
What is PPC?
PPC is an advertising model that helps you be visible in search engine advertising like Google Ads, Bing Ads, etc. Along with search engines, the PPC model is also used in social media marketing and is one of the widely used lead generation techniques in digital marketing.
With the help of PPC, you can set up customized campaigns targeting an audience that fits well into your buyer persona. This ensures that your ads are being visible to people who actually are interested in the type of products/services you sell.
The key term that you should keep in mind when understanding PPC is ‘pay’. Since it is an advertising model, it goes without saying that PPC uses paid advertising to help build awareness about your business and bring traffic to your website.
Advantages of PPC:
- You get fast results with PPC
Unlike SEO, PPC is fast. You can set up campaigns and get results instantly.
- PPC lets you appear at the top of Google Search Results
Ads appear at the top of the Google Search – the first 4 search results are dominated by ads. Effective PPC campaigns help you showcase your website at these spots and thereby be visible to more people.
- PPC helps you set up effective advertisements
With PPC, you can target custom audience segments & be very detailed about it.
- PPC helps you experiment with different ad types using data-driven campaigns
PPC is extremely data-driven. You can use these data to customize the type of audience you want to target and show your ads just to those audience segments.
Disadvantages of PPC:
- PPC can be expensive
When not set up well, PPC can get expensive. However, if you are well versed with the workings of PPC then you can run cost-effective campaigns.
- PPC can become less effective in the long run
If you are running the same campaign for a long period of time, then people will be bored seeing your ads again and again. This will make it lose its effectiveness. Always keep your campaigns goal-oriented and don’t run them longer than needed to avoid this.
SEO or PPC, Which One Is the Best?
The better option between SEO or PPC depends on your goals, the type of product or service you are offering, and the type of campaign you’re running.
If you are selling a unique product with unknown keywords, then using PPC would help get more people to know about your business.
PPC is also helpful when you are promoting a specific event or campaign.
If you want to establish yourself as a leader in your field and want to cater to your audience for the long term, then SEO is the way to go.
SEO vs PPC: Which Should You Use?
SEO vs PPC: SEO & PPC =, both are powerful tools when you use them in the correct way. Each type of business promotion or campaign is different. Hence, using either one of these depends on your goals. However, in a nutshell, you can use PPC when you need results in the short term and SEO for the long term.
To help set up ads or to improve the SEO of your website, contact Digital Folks and let’s get talking
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These are some of our satisfied customers. These clients are ranking in the top Google search pages for their keywords because of our SEO services. We not only offer SEO services, but we also offer a whole range of digital marketing solutions.
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